One Month After The Closure Of The City, What Did GXG Dealers In Wuhan Experience?

Editor's note: a sudden outbreak changed people's health habits and health risk awareness, and changed the iron rule of many traditional industries. For the fashion apparel industry, the survival rule of the past passenger rate multiplied by the conversion rate failed instantly when employees could not return to work and stores could not be fully opened, and online transformation became the only way out. And those companies that have prepared Plan B in the boom years are now calm in the epidemic. The blow of the epidemic and the nirvana vitality of online transformation are no more direct and real than those of Wuhan, the core of the epidemic area. To this end, he interviewed the GXG dealer in the Wuhan epidemic area to record every detail of GXG online marketing over the past month. It is precisely when every enterprise is faced with the important decisions of the country and society that it constitutes the flood of the national economic situation.

In the context of industrial collective emergency, in early February, a link "GXG bought ten pieces and 89% off" broke up the circle of friends. WeChat group of different occupations and different topics seemed to have reached a subtle tacit understanding at the same time, quietly cutting the hand.

This information came from 1817.HK's small program link, and the promotion lasted only for a day. After that, the buyer was forced to extend for two days and became a phenomenal marketing.

During the activities, the 1817.HK mall sold more than ten million yuan, a 500% increase in the chain, and its independent men's wear brand GXG quarter sales increased by 1000%. According to Wu Lei, vice president of new retail of Mu Shang Group, affected by the epidemic, the proportion of online channel sales of mousse group has been rising. This year, it is expected to reach more than 50%, and sales under the line will be relegated to the second place.

The outbreak is not accidental. Behind it is the deep accumulation of brand past. In 2019, double 11, GXG brand ranked second in men's clothing category, and performed well. The sales volume of single brand reached 340 million yuan, second only to UNIQLO.

One

　 Breakout economy

Fifteen years ago, the SARS epidemic achieved electricity supplier. Now digital transformation has penetrated into all walks of life. Enterprises embracing new technology can still hold a place under the influence of the epidemic.

With the successful experience of fifteen years ago, the powerful clothing brands have been fighting online. "Stores are closed," and expect to take the opportunity to shuffle through the industry.

There are few people under the line, and stores can not operate at full capacity. The young management of Mu Shang Group has designed a nationwide social marketing, and the successful winner can get 5% of the order as commission.

Because the discount of "10 pieces and 89% off" of mochan's brand is only once a year at the end of the year, plus the goodwill brand accumulated by the past, and consumers who want to buy it are numerous. As long as they are sent out in the circle of friends, many people will respond. The royalty system is very attractive to white collar workers and treasure moms who can't go out but need to subsidize their families. The shopping opinion leader has a circle of friends.

While carrying out business at the group level, the company also took the initiative to take part in the inventory pressure of some distributors. Gxg.kids Dong Liangliang, a dealer in Hubei, told the group: "according to the operation of distributors, the group has recovered some of the garments that have been shipped. The Spring Festival is the selling season of down jacket and sweater in the past year. This year, when I closed the city in Wuhan, I withdrew 30% of my inventory, basically all of these clothes, leaving behind some thinner new spring products, because there may be sales rebounded in 3 and April, so it may not be able to supply the goods again.

In addition to sharing pressure, Mu Shang is also mobilizing dealers everywhere. "The group has arranged training for social marketing, so that salesmen can learn how to sell products in friends circle and live broadcast, so that we can learn how to conclude transactions online." As one of the agents, Dong Liangliang also adjusts the system within the region to reduce the impact of the epidemic on the employees' income. "We increased the sales staff's contribution from 3% to 10%, hoping to make the salary level of the salesmen unchanged from the past."

The system has made some adjustments in the drastic changes in the sales environment, but there are also some data which surprised Dong Liangliang. "The salesmen who have been working for a long time can get a more than 300 commission a day, because they have many regular customers, so this epidemic situation has brought us a waking up -- we must maintain the old customers. In the past, some employees used "sales consciousness" to do things, and concluded the transaction, but in fact, each transaction was a communication. The group used to emphasize "service consciousness", this time we really realized it very well.

"Children's clothing is the same. The two most important elements are trust and professionality. If a mother trusts you, her children will always be your users from 2 to 8 years old. This requires salesmen to really do their best in their own service, such as giving some unique products, washing suggestions, and attaching two masks when sending clothes, which are very important.

Dong Liangliang manages the area is precisely the outbreak and the serious disaster Hubei, causes the transportation nearly to stagnate all over the city, but because the long-term training customer trust, cannot deliver the time in the promise, the shop electric business all cannot order, the daily still has the succession order to appear in the management group.

Two

　 Ten years of work under the stage

For apparel retailing enterprises, we must grasp the industry's shuffling opportunities brought about by the epidemic.

The online sales of the mosang group, which has continued to grow in CAGR35% from 2016 to 2018, continues to grow in 2019, behind which is the strategic planning of the whole group for the new retail business.

Wu Lei, a new retail vice president of moshang group, told Glen, "the whole agency is based on the upgrading of the Internet and new retail business, but this epidemic has triggered the acceleration of upgrading. In fact, at the end of 2019, in addition to online new product sales, we began to try to use inventory to carry out social agent iteration at the end of the year. In the process, we accumulated some small B agents. The epidemic has further promoted the socialization of agents, and has achieved explosive growth in sales, small B accumulation, and community size.

At present, the employees of Mu Shang Group are mostly at full load. When the incentive mechanism is not in place, all employees have begun to promote voluntarily and voluntarily, and the initial trigger point of the universal agent is group employees. "We did not mobilize in the early days, and everyone in the group moved. There is a strong centripetal force in Mu Shang, and there is basically no airborne management. Everyone is doing it step by step at the grassroots level.

In Wu Lei's view, Mu Shang Group is not a conservative clothing enterprise. Since the first day of the company's establishment of an electric company in 2010, new retail has already been an important strategy. "New retail is the infrastructure of the apparel retailing industry. In essence, it is a tool to get online and offline. At present, we are working on the infrastructure of O2O delivery, data prediction and commodity intelligent scheduling. The next stage will integrate them all together. We expect to see the final form in mid 2020. "

Wu Lei is not worried about how the epidemic will continue to affect the industry. "We will try more and more new ways of trading and explore new possibilities in the future when we can not fully resume work in the future."

"In 2020, the focus of our work is to set up the whole new retail system. In addition to the online sales of e-commerce, we will further open up the underlying structure of the online and offline businesses, and gradually realize the system structure of the big, medium and small front offices to support the hierarchical sale under the online and offline businesses."

Wu Lei said the system is divided into four parts, one is to fully open up the whole channel, the whole brand membership system, two is "public number + small program" mode to achieve 1000 stores 1000 faces, each independent store will carry out social marketing, live broadcast marketing; three is to improve the socialization of agent system ecology, the company will absorb some fans with enough fans and marketing ability of small agents; The four is the expansion of product category, further exploring other categories of sales, breaking the barriers of clothing shopping frequency.

The four parts correspond to the boundaries of exploring members, stores, marketing and categories, trying to break the bottleneck of clothing companies.

Three

Peak test in the whole industry

The impact of the epidemic appears to be a real crisis. It is a new retail peak test for mousse and other garment companies embracing new technologies.

Under the pressure of online sales, the new retail of Mu Shang has gained unprecedented development.

First of all, Mozi began to implement a more market-oriented new distribution system to improve the enthusiasm of staff. The conventional sub commission system only focuses on product transactions. The new distribution system also focuses on the development and training of distribution channels, so that the serving customers are joined in the distribution system. Both salesmen and customers who participate in distribution are fully motivated to sell.

Second, the Mozi group pays more attention to service consciousness. Although in the past, admiration has been emphasizing service awareness, the epidemic has made grass-roots salesmen aware of the value of service awareness. Only by gaining the recognition and trust of consumers and turning new customers into old customers can they remain invincible in the great changes of the industry.

The change of incentive system and the enhancement of service consciousness are also inseparable from the firm support of the whole industry.

Dong Liangliang told Glen remit, "in the past, the proportion of stocks returned by the group was usually 15%, especially during the epidemic. We informed us in February 10th that we could return the goods according to the market and inventory conditions. The commercial property in the upper reaches of Wanda and Maoming industries are also giving us rent relief. The rent of the whole February has been reduced. This year's royalty deductions may also be reduced.

"Upstream enterprises and groups have given us support, so we have the courage to support the employees below."

It is precisely because the whole industry is in a symbiotic economy, and the upstream enterprises and downstream enterprises shoulder the difficulties together, so that we can see what we see now. Every industry chain is running in an orderly way, and no one is left aside, waiting for the coming prosperity.